Category: Volume Forecasting

Product Restage Hero: The Strategic Questions You Need to Be Asking Working on a product restage isn’t as fun as launching a new product. First of all, the canvas isn’t blank. Secondly, your business partners may be veterans of driving new product trial, but less familiar with how to grow an existing brand. If you […]

This Initiative Isn’t Working Like We Thought: The Problem of Cannibalization One of the mistakes businesses make is thinking about new initiative launches in a silo. As a result, they sub-optimize the incremental growth the new product can deliver. Even if the consumer insights manager is an expert on the “Three A’s” of trial, sometimes […]

How Shopper Insights Managers Break-Down Category Growth One of the biggest differences between consumer insights managers and shopper insights managers is the focus of their roles. In shopper insights — whether you support sales or category management — your focus is growing categories and departments. In contrast, consumer insights managers focus on growing individual brands. […]

Why Trial Should Be Spelled “T-R-I-A-A-A-L” As we’ve said before, trial is the most important component of a volume forecast. What we didn’t talk about, is what drives trial. Since trial is so important, I want to dedicate this post to understanding the three components that determine trial. I like to call them “The Three […]

Why Driving Trial Matters So Much in Volume Forecasting If you work in the CPG world long enough, you will be exposed to volume forecasting. Volume forecasting is a kind of quantitative analysis that predicts new product sales in years 1-2 of launch. Unless your company does volume forecasting in-house, you are likely familiar with […]